This document outlines a course on Consumer Behavior for the Master of Business Administration program at Gujarat Technological University. The 36 session course aims to familiarize students with behavioral aspects of consumers and how internal/external forces influence consumer behavior. It covers topics like consumer motivation, perception, attitudes, decision making and socio-cultural influences across 5 modules. Students will conduct primary consumer research and be evaluated through assignments, projects, tests and a mid/end semester exam. The course uses lectures, case studies, videos and assignments for pedagogy.
This document outlines a course on Consumer Behavior for the Master of Business Administration program at Gujarat Technological University. The 36 session course aims to familiarize students with behavioral aspects of consumers and how internal/external forces influence consumer behavior. It covers topics like consumer motivation, perception, attitudes, decision making and socio-cultural influences across 5 modules. Students will conduct primary consumer research and be evaluated through assignments, projects, tests and a mid/end semester exam. The course uses lectures, case studies, videos and assignments for pedagogy.
This document outlines a course on Consumer Behavior for the Master of Business Administration program at Gujarat Technological University. The 36 session course aims to familiarize students with behavioral aspects of consumers and how internal/external forces influence consumer behavior. It covers topics like consumer motivation, perception, attitudes, decision making and socio-cultural influences across 5 modules. Students will conduct primary consumer research and be evaluated through assignments, projects, tests and a mid/end semester exam. The course uses lectures, case studies, videos and assignments for pedagogy.
This document outlines a course on Consumer Behavior for the Master of Business Administration program at Gujarat Technological University. The 36 session course aims to familiarize students with behavioral aspects of consumers and how internal/external forces influence consumer behavior. It covers topics like consumer motivation, perception, attitudes, decision making and socio-cultural influences across 5 modules. Students will conduct primary consumer research and be evaluated through assignments, projects, tests and a mid/end semester exam. The course uses lectures, case studies, videos and assignments for pedagogy.
Familiarize the students with the behavioral aspects of consumers.
Understand the internal forces, external influences and processes that go on to affect consumer behavior, the challenges generated for the marketers and the strategies which could be implemented.
2. Course Duration: The course duration is of 36 sessions of 75 minutes each.
3. Course Contents:
70 Marks Module No. of Modules / Sub-Modules (External No. Sessions Evaluation) Understanding the Consumer: Consumer Behavior and the Marketing Concept, Customer Value, I Satisfaction, Trust and Retention, The Impact of New Technology 7 17 on Marketing, The Consumer Research Process, Market Segmentation and Strategic Targeting. Consumer as an Individual - I: II Consumer Motivation, Personality and Consumer Behavior, 10 18 Consumer Perception Consumer as an Individual - II: III Consumer Learning, Consumer Attitude Formation and Change, 10 18 Communication and Consumer Behavior. Socio-Cultural settings and Consumer Behavior: The Family and Social Class, Influence of Culture on Consumer Behavior, Cross-cultural Consumer Behavior. IV 9 17 Consumer Decision Making: Consumers and the Diffusion of Innovation, Consumer Decision Making and Beyond Practical: Students should carry out a primary, qualitative / quantitative (30 Marks V research on any dimension related to consumer behavior. --- CEC) Students can identify how marketers are addressing the various components and stages of the decision making process. 4. Teaching Methods: The course will use the following pedagogical tools: Lectures Case Discussions and Role Playing Audio-visual Material (Using CDs/Clippings/ online videos) Assignments and Presentations
5. Evaluation: The evaluation of participants will be on continuous basis comprising of the following Elements: Continuous Evaluation Component A comprising of Projects / Assignments / Quiz / Class Participation / Class test / (Internal Assessment- 50 Marks) Presentation on specific topic etc. B Mid-Semester examination (Internal Assessment-30 Marks) C End –Semester Examination (External Assessment-70 Marks)
6. Reference Books:
Sr. No. Author Name of the Book Publisher Year of
Publication Schiffman, Kanuk 1 Consumer Behaviour Pearson Latest Edition and Ramesh Kumar Loudon and Della 2 Consumer Behaviour McGraw Hill Latest Edition Bitta Consumer Behavior: 3 MajumudarRamanuj Insights from Indian PHI Latest Edition Market Hoyer, Maclnnis and 4 Consumer Behaviour Biztantra Latest Edition Dasgupta 5 Evans Consumer Behaviour Wiley Latest Edition Consumer Behaviour: 6 Michael R. Solomon Buying, Having and Pearson 11th Being Consumer Behaviour: 7 S. Ramesh Kumar The Indian context (Text Pearson 2nd & Cases) 8 Lingquist Jay D Consumer Behaviour Cengage Latest Edition 9 Blackwell and Engel Consumer Behaviour Cengage Latest Edition Note: Wherever the standard books are not available for the topic appropriate print and online resources, journals and books published by different authors may be prescribed. 7. List of Journals / Periodicals / Magazines / Newspapers, etc. 1. Brand Equity 2. www.afaqs.com 3. Journal of consumer Behavior 4. Indian Journal of Marketing
